Brand Analysis - Louis Vuitton.

Essay by qsisqsisUniversity, Bachelor's August 2003

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Brand Positioning


The Potent Symbol of modern Style. LV creates innovative, elegant and practical modern luxuries with quality.


LV originates in Paris, since 1854.


LV is Elegant, Practical, Prestige, Luxurious, Desirable, Stylish, Value-for-money, High-quality and Ever-lasting.

Visual Identity

Monogram Canvas on LV products

Brand Logo

Simplified Brand Logo

User Image

Consumers are stylish, fashionable, aware of designer's brands and look for quality and after sales services. Most of the users are mature (25+), female, working population with stable financial background. There is an increasing number of young LV users, who are fashionable trend-followers. LV users are usually less price-concerned. LV products are frequently used by the rich and famous, celebrities, models all over the world.

Occasion Image

LV produces series of leather goods for the business world, including briefcases, organizers, palm-cases... all could be easily found in business meetings and offices. LV luggage could be found in Airport all over the world.

Personal accessories like handbags, wallets, shoes, and clothing by LV are used by the celebrities in fashion shows, PR events, social gatherings....

Distinctive from Competitors

The Competition

In the challenging luxury market, LV faces quite a number of competitors. Hermes, Chanel, Gucci, Ferragamo and Prada are main competitors of LV. Just like LV, all of these international brands have their outlets around the world.


We are living in an age of access to an incredible amount of product, consumers are no longer brand loyal to companies, and they want to know how the product will benefit them. To satisfy the potential customers, LV is promoting its image that provides consumers with added benefits on top of the practical use of its products. A person purchase a piece of the Louis Vuitton luggage, he is not only purchasing a piece of luggage, but...